InMarket acquires location-based marketing firm NinthDecimal - Business Insider

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Two location-based marketing firms are combining to help marketers navigate the growing scrutiny over consumer tracking

Todd Dipaola, CEO and founder of InMarket, argued that InMarket's focus on apps makes it better positioned to survive scrutiny than other firms, though.

The coronavirus has also thrown a wrench into location-based marketing as advertisers pull spending and people spend time at home. NinthDecimal CEO Michael Fordyce said that the deal with InMarket was in place before the coronavirus. InMarket saw a boom in business during the pandemic with people stocking up on items at grocery stores and buying groceries online.

 

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